Rebrand with mascot

One day, our client Bob called and said, “I’ve got an idea for my company.” Bob’s idea was to rebrand his company, with a mascot, Mr. Happy Crack. The tag line would be “A dry crack is a happy crack.” (It’s true!) His company, The Crack Team, specialized in fixing cracks and leaks in concrete, doing foundation repair, and waterproofing. His company had a dated logo with little appeal. Bob wanted something that would represent a cracked foundation, but would also be light and funny.

Our reaction: We thought it was silly and absurd, but we agreed to take on the project. It takes a talented artist to draw a character cartoon. We searched for an illustrator / cartoonist and made our decision based on the artist’s portfolio and cost estimate.

After the final artwork was approved, we added a logo and tag line to the character. In the meantime, we designed an advertising campaign to introduce the character.

For the primary launch of Mr. Happy Crack, we designed bus board ads, many of which were placed on the back of the bus, highly visible to the car driving behind. Additionally, we designed newspaper ads and other marketing materials featuring the cartoon character. They quickly spread throughout the local area.

Results: Mr. Happy Crack exceeded our expectations, as he became a popular national mascot. Bob also developed a line of merchandise: t-shirts, caps, and boxer shorts. A life-size costumed character was made for special appearances. Best of all, a Mr. Happy Crack ad was shown on the Jay Leno show. It was hysterical! Crazy but true.

Let us help you bring your logo idea to life by contacting N-K. Call us 314-548-6001. To see more examples of our work, please click the portfolio link.